NVidia Debuts Handheld Graphics Chip

NVidia has disclosed details on the company's first graphics chip designed for mobile handheld devices including PDA's and phones. The first product from the MediaQ, Inc. acquisition, the NVIDIA GoForce 2150 is the industry's first low power media processor with 1.3 megapixel camera support.

The GoForce 2150 provides handset designers with a product for delivering high-resolution picture capture, motion JPEG video capture, and advanced camera controls for cellular handsets and other handheld devices with integrated digital cameras. This is the first product from the acquisition of MediaQ, back in August.

Key features of the new controller include a 64-bit 2D graphics accelerator, embedded memory for LCD frame buffer, and flexible CPU interface. The versatile LCD controller also allows for fast-switching dual screen interfaces, typically implemented as a large active-matrix color screen inside the handset and a smaller LCD located outside. NVIDIA GoForce 2150 supports over 70 different display interfaces (including CSTN, TFT, OLED and LTPS technology) at up to HVGA (320x480) resolution.

"While new imaging features and higher performance drive current solutions to ever increasing power consumption, the GoForce 2150 processor is specifically optimized to deliver exceptional image quality and camera functionalities at a small fraction of the power consumption,” said Phil Carmack, vice president of handheld products at NVIDIA.

Samples of the NVIDIA GoForce 2150 are available to OEMs immediately; volume production is expected to begin in Q4 2003.

ATI vs. NVidia

So it seems that their battle for supremecy has spilled into the PDA market... like two dinosaurs sparring over a small nest of dino eggs. Careful where you step there, boys.

So if their history is any indication of things to come, we should expect to see new PDA-rated graphic chips available, what... every 3 months or so?

So do you think they'll be bringing pressure to bear on PDA manufacturers to provide a way to make these things user swappable? You know... so they don't have to wait for the next generation of PDA to prove who's the best.

I'm not a smartass in real life, I just portray one on the web.

RE: ATI vs. NVidia

[i] So do you think they'll be bringing pressure to bear on PDA manufacturers to provide a way to make these things user swappable? You know... so they don't have to wait for the next generation of PDA to prove who's the best. [/i]

Not a chance. This works when you have a standardized open platform like a PC (with PCI), but not in this world. Price points in this market make it more feasible for generational enhancements based on available technologies. Do you change the video adapter in your laptop? I would guess not [:-)]

RE: ATI vs. NVidia

Aside from the obvious sarcasm, perhaps you should check out alienware's website. Granted they are pioneers in this regard, but follow the link below and read the paragraph called "Graphics Performance".

Misleading Headline?

Dammit, I've seen this same exact headline like 5 times today while perusing today's news... and the same thought always pops in my head-- The headline leads the uninformed reader to believe that "NVidia announces THE first handheld graphics chip", not "NVidia announces THEIR first handheld graphics chip." Makes me think that NVidia has carefully crafted this headline in their press releases to steal as much thunder from ATI's chip as possible... Is this a legitimate gripe, or am I just being too picky?

RE: hmm...

I've been thinking the same thing about OS6 since I'm on a three year upgrade cycle and it would be nice to skip over OS5 entirely. I haven't seen anywhere that a low-power hardware accelerated 3-D graphics chip is going to be forthcoming anytime soon. While it has some impressive features, this still looks like a 2D processor from the article.

Very tense right now

I feel like I would want to get drunk over wine right now because nVidia is now putting pressure on Palm-OS-based-Handheld Makers on accepting their Video Chips for use with their handhelds.

The only key concern that I would like to address is that every Handheld Manufacturer, no matter what Handheld Operating System, no matter what Manufacturer, to provide freedom of choice when it comes to Handheld Video Chips. Period. Should for any reason a Handheld Manufacturer restrict the video chips to one particular "thing", it would cripple loyalty, and also contribute to customers going to other vendors for handhelds with choice.

Two years too late

I wonder how many product managers were spiked at nVidia in the past six month for killing about four different lower power graphic chip development projects for the past four years. Here is the Reader's Digest version at nVidia over this.

Engineer, "We need to do a low power graphic chip for handhelds."Product Manager, "I don't see a market."Engineer, "It will come."Product Manager, "I'm not green lighting a while elephant."

about two years pass and TapWave is launched.

Product Manager, "We need a lower powered graphic chip!"Engineer, "We spec'ed it out two years ago and you sat on it!!"CEO, "Product manager, you are so fired but not being agressive."Prodcut Manager, "I was just doing my job."CEO, "That is why you are fired."

And what I want to know is who's design did nVidia buy to make this happen so fast after TapWave went public with their busines plan.

Streatch Marks, Ajustment to Reality and Middle Managers; the three problems one has to growth.

RE: Two years too late

It could make a good Dilbert cartoon but unfortunately, it is from personal experience. When a company goes post-IPO and the real players have cashed in and moved on, a more conservative, less risk taking breed of management moves on that only keeps the boat from rocking. This is exactly what has happened to nVidia in the past two years.

There are many professionals with safe degrees from safe schools that refuse to get into any company with a revenue stream less than $100 million a year. This types want the performance graphs to be smooth and steady. They have very little forethough on the next product paradigm. Thus, they only get their incrimental promotions, pay their mortgage and put together the kids college funds ... and are forgotten about for only doing what they are told.

Frankly, I see nVidia moving into this space as a comedy of errors. Should be humorious to say the least seeing yet another PC-centric company move into the handheld market thinking they don't have to change.

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